Willow, the San Francisco‑based wearable breast‑pump company, has acquired the assets of UK femtech rival Elvie after the latter entered administration, according to media reports and statements.
Verifiable Facts
Willow acquired substantially all of Elvie’s business and assets following Elvie’s entry into pre‑pack administration on March 28, 2025, overseen by FTI Consulting, according to Elvie’s own announcement and confirmed by press coverage in the Financial Times.
It was noted by TechCrunch that Willow is taking on Elvie’s products and team, though some staff in London and Bristol will not continue with the company.
Willow CEO Sarah O’Leary expressed that the deal would unite innovation leaders in the femtech space, while Elvie Director Karim Abdel‑Ghaffar Plaza indicated satisfaction that Elvie’s brand and innovation would continue under Willow’s guidance, as reported by PR Newswire and the Financial Times.
The acquisition ends a prior legal dispute between the companies, in which Willow had sued Elvie over patent infringement claims dating back to 2023, as reported by the Financial Times.
Elvie, founded in 2013, had raised over $150 million or upwards of £150 million, and was valued—per PitchBook data—at approximately £241 million before its collapse into administration, as reported by TechCrunch and Healthcare Today.
Context and Significance
This acquisition marks a significant consolidation in the femtech sector, combining two prominent women‑led brands focused on maternal health innovation. Willow originated the fully in‑bra wearable breast pump in 2017, while Elvie expanded from smart pelvic health devices to a range of postpartum products.
The consolidation underscores challenges in scaling female‑focused health technology startups amid funding scarcity, market saturation, and high hardware costs—factors highlighted across industry reporting.
Conclusion
In summary, Willow’s acquisition of Elvie is a verified fact documented through primary and secondary sources. The deal brings together two major brands in women’s health under a single leadership, potentially reinforcing footholds in global distribution and innovation. Source confidence is high due to multiple independent confirmations.